Old Spice - Be Man-tastic

Role in the project

Concept creation | Creative direction | Copywriting

Awards

Silver - Effie Awards

Campaign Overview

Objective

Old Spice is an iconic brand used by men for decades. However, Old Spice was facing competition in the men’s grooming segment. Old Spice wanted to re-launch itself differently from all other “boy gets girl” brands and establish itself as the leader in the men’s grooming segment.

Insight

Real men don’t try hard.

Idea

We flooded the page with content that targets men with no non-sense manly communication.

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Results

The overall campaign awareness was up 70%, Brand Awareness 78%, while Purchase Intent increased by 15 points.

In three months since launch, shipment of Old Spice was 24% ahead of target and value share up by 300%.